The last decade has seen an explosion of customers analytics coming from social media conversation, web search and email – businesses have needed to adapt fast to include these channels in their strategies. The rise of a new profession, digital marketing, comes amidst a lackluster track record of marketing demonstrating business value to executives; a recent McKinsey Survey had 72% of CEOs reporting that their marketing departments continued to ask for more money with no evidence of business value. At the same time, we continue to see new business models built on top of popular digital platforms and businesses rise and fall based on insights gleaned via social listening.

Customer data compact
Customer data compact
|
Governing body or officer
|
Customer data compact
|
Governing body
or officer
|
Code of
conduct
|
This post was first published on the Distilled Blog in March 2014: https://www.distilled.net/blog/whose-data-is-it-anyway-rise-of-the-digital-ombudsman/